How to promote Zhangjiajie local products

With the increasing development of China's social economy and the continuous improvement of modernization level, people's consumption patterns are constantly changing and the quality of consumption is also improving. Especially in the consumption level of edible agricultural products, its consumption concept and structure have changed from the traditional "eat well" to the modern "nutrition, convenience, safety, characteristics and taste".

Hunan's local products have a long history, especially Zhangjiajie's bamboo wine, Tujia brocade, sprinkled cold fruit, big milk, mountain peach, wild pear, carambola (that is, baboon monkey peach), wild litchi, Labagua, clove persimmon, papaya, "loose sugar", pangolin scales, baby fish, black bear, ginkgo, love birds, rock ear, Tujia paste and so on. However, the fame of Zhangjiajie native products is far less than that of other scenic spots. With the help of Zhangjiajie's fame, local products can completely create world-class high value-added products, with sustainable industrial prospects. History has left precious wealth for Zhangjiajie's native products, and our business space in the high-end gift market is very huge. "Zhangjiajie Native Products" is a brand, a huge enterprise group, a cause and a gold mine.

To promote Zhangjiajie native products and establish native products industry, we must carry out unified planning, branding, large-scale and high-grade management from a macro perspective, create high-end brands of specialty foods, open up new business platforms, and realize the transformation from traditional industries to modern industries, otherwise it will be a waste of this precious resource.

The task of developing modern native products industry and realizing the grand blueprint of Zhangjiajie native products industry is not only the existing tourism product enterprises, but more importantly, it is to operate, quote modern enterprise management methods and connect with the international community. Zhangjiajie native products also need packaging, careful planning and public relations to establish their own core values and product culture, which makes the products start from the "soul" and cultivate their own core competitiveness without being submerged in the business sea.

From the enterprise's point of view, in the market economy, in the face of fierce competition in the gift market, we must carefully analyze and master the advantages in order to succeed.

First, gain a monopoly advantage

With the help of technical research and management, the commodity power can be enhanced, but the local products belonging to fast-moving consumer goods have their particularity. Although it is a special product, the market is open and anyone can get involved. The demand is large, but the technical threshold is low, it is easy to imitate, the product homogeneity is high, and the market competition is fierce, so it is difficult to show the leading position in the product; Featured products are not only available in Zhangjiajie, but also in China. Other specialty products can also replace local native products.

Therefore, the development of Zhangjiajie native products is first to use intellectual property rights, or industrial alliances and associations monopolize industrial resources, and cultivate, distribute and utilize some resources in a planned way. In addition, it is important to expand the popularity of products and publicize the irreplaceable "special" features of featured products.

Second, expand product competitiveness.

In order to survive and achieve rapid development, enterprises must have core competitiveness. The market competitiveness of modern enterprises is a comprehensive embodiment of commodity power, sales power and image power. These three elements cannot be ignored at all.

Looking at the mainstream of the development and transformation of FMCG marketing in China in recent 20 years, it can be roughly divided into three stages: the first stage is from the early 1980s to the mid-1990s, which belongs to the primary stage of marketing, and mainly relies on products and advertisements to hit the market; The second stage is nearly ten years from the mid-1990s to the early 20th century, which belongs to the marketing growth period and mainly relies on scale and sales channels to win the market. The third stage is today's period, which belongs to the maturity of marketing. This period mainly relies on brand image building and marketing innovation to enhance market space. More and more modern enterprises have clearly realized that they should not only promote their own products and services, but also pay attention to their own ideas, philosophy, culture and image. Only by successfully promoting these excellent spiritual products can enterprises transform them into excellent material products and form unique advantages and abilities that others do not have or cannot have at present. Therefore, it is more important than other factors to build the core competitiveness of enterprises and pay more attention to obtaining the core competitiveness by shaping the corporate culture.

Brand image power is a kind of corporate culture. When the product quality reaches a certain level, the cultural content of the product itself plays an important role in the market position of the product, the price determined by the position and the market sales of the product. The so-called "first-class enterprise" is to do culture and standards; Second-rate enterprises make capital; Third-rate enterprises do projects and make products. " For example, the success of KFC management is to focus on promoting market sales by introducing brand culture. Without a strong brand and brilliant marketing methods, it is difficult to achieve such business performance.

As a large system, corporate culture includes subsystems such as hardware environment, brand, logo image, ethics, spirit and values advocated, corporate goals, systems, team consciousness and corporate cultural activities. Corporate culture serves the survival and development of enterprises. It can guide enterprises to move forward in a positive direction from the planning, development and manufacturing in the rear, to the sales and service in the front and the management in the middle, which plays a key role in the rise and fall of enterprises. With the development of knowledge-based economy, corporate culture is not only a "luxury" for large enterprises. Zhangjiajie native products must take this road and walk in the forefront of this road.

Third, cultivate corporate culture and have a strong image.

The core values of an enterprise are the principle of "an essential and lasting set of enterprises", which is the guiding principle for leading enterprises to carry out all business activities without time constraints. Guide and serve corporate culture with the core values of Zhangjiajie native products. Culture affects people, and culture can also make a brand.

The development of Zhangjiajie's native products depends on the popularity of international tourist attractions, just like Long Da fans and Paradise umbrellas: Longkou fans have a long history of more than 300 years, and they are well-known not only in Kyushu, but also in the world. In the eyes of many consumers, Longkou fans are synonymous with high-quality fans. With the help of "Longkou Fans, Long Da Group", it is logical to transfer its popularity, reputation and loyalty to Long Da fans. The success of the paradise umbrella industry depends on the city's reputation. The classic slogan of paradise umbrella industry is "I really want to have a paradise umbrella, Hangzhou paradise umbrella industry" and "there is paradise on the top and Suzhou and Hangzhou on the bottom". Hangzhou is the famous this beautiful city in China. Compared with paradise, paradise umbrella industry skillfully combines the beauty of Hangzhou, the beauty of paradise umbrella and the psychological desire of female consumers for beauty, giving the brand a beautiful association space.

(C) to create a brand of Zhangjiajie native products enterprises

Enterprise culture must be rooted in the soil of national culture. If the core values are contrary to the national culture, then it cannot survive at all. Zhangjiajie native products is a brand born in Hunan. On the basis of cultural inheritance, we should fully tap the rich connotation of individual cultural characteristics and create a brand with gold content. Just like "Baisha cigarettes" and "Moutai", their brands have strong regional characteristics. The more national they are, the more cosmopolitan they are. It is possible for such products to break through geographical boundaries, go to the whole country and go to the world.

To build a brand, it is necessary to carry out brand planning and establish brand schemes, so as to ensure that all brand building activities are inertia-linked, and the brand image will not be blurred because of mutual conflicts.

It is a culture that enables enterprises to form their own unique personality, such as introducing enterprise CI identification system, using unified visual identification design to convey business ideas and activities, and enhancing and highlighting personal image. Corporate personality image should not be confused with brand personality image. Wang Laoji is the personality image of "drinking to prevent getting angry", while Procter & Gamble has more personality brand images: Head & Shoulders "removing dandruff", Pan Ting "nourishing hair", rejuvenating and softening hair "moisturizing black hair" and Shufujia "eliminating bacteria" ... Besides the corporate image with Hunan characteristics, Zhangjiajie local products can also choose products that "maintain nutrition".

Advertising media is an important way to spread corporate culture and display corporate image and brand image, which has been highly valued by enterprises earlier. However, nowadays, the advertising cost of mainstream media is as high as seven or even eight figures, and it is not for enterprises to promote their image and open up the sales market with advertisements. Weak enterprises can't afford huge expenses, even if they are strong, they can't let their funds go to waste.

How to make a well-known brand advertisement, the key is to impress the public. Nowadays, all the advertisements are about how good the products are. It is too popular in creativity, so it is difficult to jump out from many advertisements. Others have told it hundreds of times in the same way. Do you want to repeat it? The advertisement short film of "Caring for Others" in Saint-Desi mainly spreads the brand concept of "Caring for Others and Treating Yourself", but fails to promote its good suit. It also created a brand image of high taste, humanization and socialization, which left a deep impression on everyone. After being broadcast on CCTV and other provinces and cities, it was well received by all walks of life, so it was shortlisted for the Golden Eagle Award of China TV. This should also give Zhangjiajie local products an inspiration: the creativity of advertising can consider public welfare topics of international and domestic concern.

Fourth, build a marketing system and gain a strong sales force.

(A) the formation of the team

The sales of Zhangjiajie's native products are not just waiting for people to come here to buy them. We should directly "walk", "run" and "fly" Zhangjiajie's products and push Zhangjiajie to the whole country and the whole world. In the period when cultural construction is not yet fully mature, the key for an enterprise to be in an invincible position in the market competition, win the market and partners, and form a win-win situation for manufacturers is to form a strong marketing team, and the excellent marketing team often determines the development prospects of products.

Newly recruited elite talents can use other people's mature marketing experience to bring new ideas and concepts, reduce detours of Zhangjiajie local products and reduce the cost of "trial and error". It is difficult to recruit outstanding elite talents, especially to form an excellent sales team, but managers don't have to expect everyone in the team to be an elite, so they can be independent when they bring them here. As long as they master the organizational rules, such as a sales team of nine people, and apply the "1232 1 rule", they can form an excellent sales team. To put it simply, 1232 1 means: one leader, two elites, three middle class, two cultivators and one mobile. In such a team, there are leaders, backbones, reserve forces and flexibility.

(2) Management channels

In the field of fast-moving consumer goods, the proportion of effective promotion expenses to total expenses is increasing, even exceeding the advertising expenses. Channels have become an important medium to spread brands and shoulder the new mission of achieving brand communication goals.

Establishing sales network and deepening distribution channels have become the first hurdle for brands to gain a foothold in the market. And a large number of small and medium-sized enterprises just spend a lot of money on advertising, and channel construction depends on dealers to pay the bill. However, the entrance fee, stacking fee, promotion, exhibition and other expenses of stores are a dime a dozen, so it is unrealistic for dealers to bear these expenses alone. Before putting in mass media advertisements, we should professionally manage the channel management. At present, the professional level of channel occupation is still in the primitive state, relying more on talents with practical experience.

(3) Planning and marketing

On the battlefield, soldiers listen to the soldiers' command, soldiers command the battle according to the battle plan, and the sales system achieves results, all of which require excellent marketing planners to do a good job behind the scenes. Marketing planning should innovate marketing plan and external image with innovative ideas. Just like enterprise advertising planning, it will bring people a sensory impact, deepen the public impression with the characteristics of "novelty" and "strangeness" under common sense, and also involve training, target management and incentive mechanism. This goes back to the topic of cultural construction, so I won't go into details here.

Five, pay close attention to quality and development, and maintain a strong commodity strength.

Behind the brand is the support of quality, which is the lifeblood of food enterprises. The food industry is a fragile industry, and consumers attach great importance to food safety. The bigger the brand, the faster the negative news will spread among the public. A small oversight may lead to disaster. It takes years or even decades to build a brand, but it can be overnight to fall down a brand. Especially in the face of high-consumption people, Zhangjiajie native products must tread on thin ice at any time, draw back from the brink, nip in the bud with advanced consciousness, and handle contradictions in all aspects well.

(A) the use of high technology

There are many problems in the processing and sales enterprises of specialty foods and edible agricultural products, such as excessive microbial indicators, poor sterilization and preservation effect, impurities in the processing process, food additives and preservatives that do not meet the relevant control standards, counterfeit goods and so on. These factors restrict the large-scale development of cooked food industry. The way to improve our quality is to adopt modern production scientific and technological achievements such as bioengineering technology, superfine grinding technology, heat preservation and preservation technology, freeze drying technology, aseptic packaging technology, modern information technology and circulation management technology.

(B) the establishment of standardization

HACCP and ISO9000, these standardized scientific management systems, can make the quality more stable, make consumers feel more at ease, and at the same time get the pass to internationalize products, go abroad and go to the world.

(3) Developing product lines

High-end local products can be further developed according to market segments and all-round and multi-angle development according to the consumption needs of modern people. From the visual taste function of the product to the nutritional and healthy function, it can be developed in all directions. In addition, all-round promotion of product strength requires subsequent exquisite packaging. This also makes Zhangjiajie native products a beautiful life landscape.